Moorish
Moorish is a UK consumer food brand producing premium smoked humous and dips, selling through Sainsbury's, Asda, and Ocado. It operates as a trading name of Bakkavor Foods Ltd within the Bakkavor Group.
- Company typePrivate
- Founded2012
- HeadquartersTotnes, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Moorish does
Moorish is a UK-based consumer food brand specializing in premium humous and dip products, operating as a trading name of Bakkavor Foods Ltd — itself a subsidiary of Bakkavor Group Plc, a diversified UK food manufacturer. Founded in 2012 by Julie Waddell, who invented the signature cold-smoked humous recipe in her home kitchen, the brand targets health-conscious UK consumers seeking plant-based, vegan-friendly, clean-label products with innovative flavor profiles.
The product range comprises approximately six SKUs across two categories: four 150g core humous products (Smoked Humous, Smoked Humous with Chilli Harissa, Smoked Humous with Beetroot, and Classic Humous) and two FTG snack-pack products pairing humous with tortilla chips in single-serve format. All products are positioned as suitable for vegans, free from artificial ingredients, and mostly gluten-free. The brand has accumulated multiple Great Taste Awards, including a prestigious 2-star award for its Chilli Harissa variant. Distribution is concentrated in three named UK supermarket chains: Sainsbury's, Asda, and Ocado.
The business operates with a lean 1-10 person brand-level team, relying on the Bakkavor parent for operational infrastructure, compliance frameworks, corporate governance, and supply-chain scale. The revenue model is straightforward wholesale FMCG product sales through UK supermarket shelves and the Ocado online platform. The brand is marketed via organic social media (Instagram, Facebook, Twitter/X) and the moorishdips.co.uk website, with no technology platform, proprietary software, or AI/ML components. Operating geographies are restricted to the United Kingdom.
Moorish firmographics
Firmographics- Name
- Moorish
- Legal name
- Bakkavor Foods Ltd
- Website
- https://moorishdips.co.uk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Moorish is a UK consumer food brand producing premium smoked humous and dips, selling through Sainsbury's, Asda, and Ocado. It operates as a trading name of Bakkavor Foods Ltd within the Bakkavor Group.
- Ownership category
- akta.pro rank
Moorish industry classification
Industry- Product category
- Hummus and Dips
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Refrigerated Dips & Spreads (Cream Cheese, Hummus, Salsa, Guacamole) (CRADACAG)
Keywords
Where Moorish is headquartered
LocationHeadquarters
- HQ city
- Totnes
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Moorish business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Food Product Sales: Moorish generates revenue through the sale of its hummus and dip products to consumers via retail supermarket chains and online grocery platforms.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Moorish product offering
Product offeringCore offering
Moorish produces and sells a range of premium hummus and dip products in the UK, including a signature naturally cold-smoked hummus range (plain, with chilli harissa, and with beetroot), a classic hummus, and snack packs combining hummus with tortilla chips. The products are suitable for vegans, free from artificial ingredients, and most are gluten-free.
Product overview
Moorish is a UK-based food company specializing in premium humous and dip products. The company offers a range of six distinct products across two categories: core humous products (Smoked Humous, Smoked Humous with Chilli Harissa, Smoked Humous with Beetroot, and Classic Humous) sold in 150g packaging, and snack products (FTG Snack Packs combining humous with tortilla chips in various flavors). The company positions itself on product innovation, with multiple Great Taste awards, and distributes through major UK retailers including Sainsbury's, Asda, and Ocado.
Differentiator
Problem solved
Functional benefit
Products and services
- Smoked Humous Original smoked humous, a Great Taste award-winning product made with naturally cold-smoked water. Sold in 150g packaging, suitable for vegans, free from gluten and artificial ingredients. Targeted at health-conscious UK consumers.
- Smoked Humous with Chilli Harissa A 2 Star Great Taste award-winning smoked hummus combined with Middle-Eastern spices including paprika, cumin, coriander and a gentle touch of chilli. Sold in 150g packaging, suitable for vegans, free from gluten and artificial ingredients.
- Smoked Humous with Beetroot Great Taste award-winning smoked hummus combined with beetroot. Sold in 150g packaging, suitable for vegans and free from gluten, offering additional nutritional goodness.
- Classic Humous A Great Taste award-winning classic hummus with a rich, creamy texture featuring chickpeas and generous tahini. Sold in 150g packaging, suitable for vegans, free from gluten and contains no artificial ingredients.
- FTG Snack Pack (Classic Humous and Tortilla) Award-winning classic hummus in a perfectly portioned snack pack with crunchy tortilla chips, made with 73% humous and 27% tortilla chips. Suitable for vegans and free from artificial ingredients. Targeted at on-the-go consumers.
- FTG Snack Pack (Smoked Humous and Tortilla) Award-winning smoked hummus in a perfectly portioned snack pack with crunchy tortilla chips. Made with 73% smoked humous and 27% tortilla chips, suitable for vegans. Targeted at on-the-go consumers.
Companies that use Moorish
Customer profileSegments1 record
Ideal customer profiles1 record
Moorish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Moorish partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bakkavor Foods LtdcoreMoorish is a trading name of Bakkavor Foods Ltd. The parent company provides operational infrastructure, compliance frameworks, and corporate governance for the Moorish brand.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Moorish competitors and assessment
Company assessmentBroad incumbents
- Sabra: Largest North American hummus brand (PepsiCo/Strauss Group JV). Comparable to Moorish as the scale incumbent in branded hummus, with broader portfolio and distribution but the same core product category.
- Yeo Valley: UK organic dairy and plant-based food brand with national supermarket distribution. Comparable to Moorish on UK supermarket reach and premium positioning in adjacent chilled/plant-based categories.
Direct peers
- Merchant Gourmet: UK premium pulses, grains, and plant-based ambient foods brand sold through major grocers. Comparable to Moorish on premium plant-based positioning, supermarket distribution, and clean-label product story.
- Cauldron Foods: UK plant-based brand (tofu and vegan alternatives) owned by a major UK food group. Comparable to Moorish as a UK plant-based CPG brand with supermarket listings and similar clean-label positioning.
- Belazu: UK premium Mediterranean dips, pestos, and condiments brand stocked across major UK supermarkets. Closely comparable to Moorish as a UK premium, multi-SKU chilled dips brand competing for the same shelf set with innovation-led positioning.
- Pelican Bay: UK hummus and Middle Eastern dips producer (Waitrose/John Lewis partnership). Comparable to Moorish as a UK chilled-dips brand with supermarket presence and overlapping award credentials.
- Brindisa: UK Spanish/Mediterranean food brand specializing in tapas, dips, and pantry staples sold through independents and grocers. Comparable to Moorish on Mediterranean dip heritage, UK distribution, and premium positioning.
- Obela: UK-focused hummus and dips brand sold through major grocers including Sainsbury's and Tesco. Direct head-to-head competitor to Moorish in mainstream supermarket hummus fixtures with overlapping flavour innovation.
- Levantine Foods (Al'Fez): UK Middle Eastern and Mediterranean food brand (hummus, tahini, sauces) sold through major UK grocers. Directly comparable to Moorish on product range, supermarket channel, and Middle Eastern flavour positioning.
Emerging players
- Hummus Bros: UK hummus-focused restaurant and packaged-food concept. Comparable to Moorish on UK hummus category focus, though operates foodservice rather than supermarket retail.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights5 records
Customer concentration
Moorish social profiles
Digital presenceMoorish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moorish leadership team
Management profileNumber of profiles
Profiles1 record
Moorish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moorish M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moorish
What does Moorish do?
Moorish produces and sells a range of premium hummus and dip products in the UK, including a signature naturally cold-smoked hummus range (plain, with chilli harissa, and with beetroot), a classic hummus, and snack packs combining hummus with tortilla chips. The products are suitable for vegans, free from artificial ingredients, and most are gluten-free.
Is Moorish a public or private company?
Moorish is a private company. It is classified as corporate owned and is currently operating.
When was Moorish founded?
Moorish was founded in 2012. It employs 1 to 10 people.
Where is Moorish based?
Moorish is headquartered in Totnes, United Kingdom, in the Europe region.
How does Moorish make money?
One revenue line is on record: food Product Sales.
Who are Moorish's main competitors?
Broad incumbents on record are Sabra and Yeo Valley. Direct peers are Merchant Gourmet, Cauldron Foods, Belazu, Pelican Bay, Brindisa, Obela and Levantine Foods (Al'Fez). Hummus Bros is listed as an emerging player.
Does Moorish have an API?
No public API is recorded for Moorish.
What industry is Moorish in?
Moorish's product category is Hummus and Dips. Its primary akta.pro industry code is CRADACAG, Refrigerated Dips & Spreads (Cream Cheese, Hummus, Salsa, Guacamole). Its SIC code is 2030.